THE BATTLE FOR SINGLES’ DAY: HOW SOCIAL MEDIA MARKETING CAMPAIGNS BOOST SALES

Authors

Huimin Ren, Southwestern University of Finance and EconomicsFollow
Ling Liu, Southwestern University of Finance and EconomicsFollow
Dong Wang, Southwestern University of Finance and EconomicsFollow
Jiafen Liu, Southwestern University of Finance and EconomicsFollow
Xubin Luo, Southwestern University of Finance and EconomicsFollow

Abstract

Numerous studies have shown that social media marketing strategies have positive impacts on the long-term financial performance of firms. However, whether short-term marketing campaigns have any influence on firm revenue remains unknown. This paper examines data from Singles’ Day, the world’s largest shopping event, revealing that firms’ social media efforts have a positive impact on product sales. Furthermore, we find that the two social media effort measures generally thought to have positive impacts on a firm’s long-term financial performance, richness and intensity, have no significant influence on the success of a firm’s short-term marketing campaign. Instead, relevance shows significant and positive impacts. Moreover, we compare the effects of social media marketing yields from company-owned accounts with those of employee-owned accounts, finding that employee-owned accounts have better marketing effects than company-owned ones.

Recommended Citation

Ren, Huimin; Liu, Ling; Wang, Dong; Liu, Jiafen; and Luo, Xubin, "THE BATTLE FOR SINGLES’ DAY: HOW SOCIAL MEDIA MARKETING CAMPAIGNS BOOST SALES" (2016). PACIS 2016 Proceedings. 236.
https://aisel.aisnet.org/pacis2016/236